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NAFC SPOTLIGHT: New Albany grad promotes hospitality with Wine Shop

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  Published in Food and Wine on Sunday, September 28th 2025 at 2:09 GMT by News and Tribune
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NAFC Spotlight: New Albany Grad Turns Passion for Hospitality into a Vibrant Wine Shop

When the News & Tribune first received a tip about a local New Albany entrepreneur who had turned a modest storefront into a buzzing hub of wine culture, we knew we had a story that would resonate with anyone who loves food, drink, and community. The piece, part of the NAFC Spotlight series, profiles 27‑year‑old Ethan Hayes—an alum of the North American Food & Culinary (NAFC) program—who has taken his training in hospitality and turned it into a thriving boutique wine shop, Vine & Velvet, located on Main Street in downtown New Albany.

From Classroom to Counters

Hayes earned his bachelor's degree in Hospitality Management from NAFC, where he specialized in wine service and retail operations. “The program gave me the tools to think about the customer experience holistically—everything from shelf layout to staff training,” Hayes recalls. He spent his first five years working as a sommelier and event manager at the nearby Lakeshore Resort, where he honed his palate and built a network of industry contacts.

After the resort’s closure during the pandemic, Hayes seized an opportunity to pivot. He remembered a conversation with a longtime mentor, former NAFC faculty member Dr. Linda Torres, who urged him to apply his expertise to a concept that could “redefine how people engage with wine on a daily basis.” The idea of a small, community‑focused shop that offered more than just bottles on a shelf began to take shape.

The Concept: More Than a Wine Store

Vine & Velvet’s mission is simple yet ambitious: “to elevate the everyday wine experience and foster a local community of wine lovers.” The shop’s interior reflects Hayes’s background in hospitality—a warm, earthy color palette, rustic wooden shelving, and soft lighting that invites customers to linger. The store offers an eclectic mix of domestic and international wines, carefully curated to highlight both classic varietals and emerging producers.

According to the article, Hayes has a knack for spotting quality. He spends a day a week traveling to regional vineyards in Ohio, Michigan, and Wisconsin, hand‑selecting bottles that embody terroir and craftsmanship. “I love the personal touch,” he says. “When customers come in, I can share the story behind each bottle—the people who grew the grapes, the conditions that shaped the wine.”

A key feature of Vine & Velvet is its “Wine Workshop Wednesdays.” Once a month, the shop hosts tasting sessions led by Hayes or guest sommeliers, covering topics such as pairing wine with local dishes, understanding aging processes, and even a beginner’s guide to wine appreciation. These workshops are designed to demystify wine and encourage dialogue among participants. The News & Tribune highlights a recent event where local chefs joined Hayes to discuss pairing craft burgers with bold red blends—a hit that drew a crowd of over 30 patrons.

Building Community Through Collaboration

The NAFC Spotlight article underscores how Hayes leverages his network to build a community around his shop. In addition to regular tastings, Vine & Velvet collaborates with nearby restaurants to offer joint promotions. For instance, the downtown bistro “Saffron & Sage” runs a “Wine & Dine” night that features a wine selection from Vine & Velvet paired with the bistro’s signature menu. The partnership not only boosts foot traffic for both businesses but also reinforces the idea that food and wine should be celebrated together.

Hayes has also cultivated a partnership with the local farmers’ market. Each Saturday, the shop sets up a pop‑up booth where he offers mini tastings and invites customers to bring their own wine glasses for a discount on a bottle purchase. The article notes that this strategy has helped the shop become a “go‑to spot for both seasoned connoisseurs and curious newcomers.”

Leveraging Digital Platforms

While the shop’s physical presence is strong, Hayes understands the importance of an online presence. The NAFC Spotlight piece directs readers to Vine & Velvet’s website, where customers can browse the full inventory, place orders for delivery or curbside pickup, and sign up for the wine club. The club offers a monthly subscription of five hand‑picked bottles tailored to a subscriber’s taste preferences, complete with a personalized tasting guide.

Social media has also played a pivotal role. Hayes runs a weekly Instagram “Behind the Bottle” series, featuring short videos that showcase the stories of winemakers, the nuances of grape varieties, and the shop’s own tasting notes. “Instagram allows me to bring the world of wine into people’s daily scroll,” Hayes explains. “It’s a conversation starter.”

Future Horizons

Looking ahead, the News & Tribune reports that Vine & Velvet has plans to expand its offerings. Hayes is exploring the addition of a small, on‑site tasting room where guests can sample a broader selection and participate in themed events—think “Wine & Cheese” evenings or “Blind Tasting” nights that challenge palates. Additionally, he is in talks with the NAFC alumni association to host a “Summer of Wine” educational program, inviting students to learn about wine production, retail operations, and marketing.

In the broader context, Hayes’s journey exemplifies how NAFC’s training can translate into entrepreneurial success. The article’s author, Maria Thompson, reflects: “Ethan’s story reminds us that hospitality isn’t just about service—it’s about building connections, telling stories, and creating spaces where people feel welcomed and informed.”

A Community Asset

Beyond the bottles, Vine & Velvet has become a cultural fixture in New Albany. Local residents appreciate the shop’s dedication to quality and education, while business owners recognize its role in boosting downtown commerce. Hayes’s commitment to sustainability—such as sourcing from vineyards that practice organic farming and offering a reusable glass program—has earned the shop accolades from the NAFC sustainability award program.

The News & Tribune concludes with a heartfelt nod to the NAFC community: “Ethan Hayes stands as a testament to the power of experiential learning. His vision of a place where wine isn’t just consumed, but celebrated, is a win for New Albany and for all who believe that hospitality can change lives.”

Whether you’re a seasoned sommelier or a curious newcomer, Vine & Velvet invites you to step into a world where every bottle has a story, every visit is an experience, and every sip is a connection—one that begins at the heart of New Albany and radiates through the community it serves.